New Data and Skills
|The rapid change in marketing can best be seen in the plethora of new types of data and new analytic approaches to gain insights. There is also a sense that the old methods aren’t working as well, and that some of the traditional indicators and metrics are less effective. Marketers need new approaches that enable firms to gain insights from multiple approaches, to synthesize, to bring together disparate methods to drive action.|
Can Mobile Diaries Accurately Capture Consumer Behavior? A Large-scale Test on TV Viewing and Empirically-based GuidelinesDec 16, 2015 Mitchell J. Lovett and Renana Peres, 2015, 15-125
Large-scale mobile diary study of U.S. TV viewers shows that mobile diary ratings accurately match Nielsen telecast ratings
The Role of Mobile Devices in the Online Customer JourneyDec 8, 2015 Evert de Haan, P. K. Kannan, Peter C. Verhoef, and Thorsten Wiesel, 2015, 15-124
Marketers need to focus on the multiple devices consumers use in the path to purchase: switching from smartphone to PC almost doubles conversion probability over mobile only.
Using Connected Data Intelligence to Measure Brand PerformanceNov 18, 2015
Webinar featuring William (Bill) Pink, Managing Partner, Millward Brown Analytics
In today’s big data world, nearly everything is passively observed and managed in a digitized fashion. The range of content now available is both inspiring and intimidating to researchers.
Modern Marketing Is Business-to-Person MarketingJul 24, 2015
Video featuring Jon C. Iwata, Senior Vice President, Marketing and Communications, IBM Corporation
From MSI Board of Trustees Meeting, "A Celebration of Breakthrough Marketing," in Boston, April 23-24, 2015. (Edited)
Social Media IntelligenceDec 08, 2014
Webinar featuring Wendy Moe, University of Maryland
Social media monitors provide more data than we know what to do with. The challenge is knowing how to convert that data into insights that can inform decision making.
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